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Ad sales: Dealing with objections

Ad sales: Dealing with objections

Transcript

  1. S
    Flipping Objections On The Spot!
    www.360AdSales.com
    Ryan Dohrn, Founder
    [email protected]
    @ryandohrn – [email protected] www.360AdSales.com

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  2. Objection #1:
    Word of mouth is my
    best marketing
    vehicle.
    @ryandohrn – [email protected] www.360AdSales.com

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  3. Ryan’s Reply…
    The problem with W.O.M. is
    that you lose control of your
    marketing message.
    @ryandohrn – [email protected] www.360AdSales.com

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  4. Objection #2:
    I am not seeing ROI
    from print advertising.
    @ryandohrn – [email protected] www.360AdSales.com

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  5. Ryan’s Reply #1…
    What were your
    expectations for your
    print campaign?
    @ryandohrn – [email protected] www.360AdSales.com

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  6. Ryan’s Reply #2…
    It sounds like you are looking
    for a direct response from
    your ad? The problem is that
    your product is too expensive
    for DR.
    @ryandohrn – [email protected] www.360AdSales.com

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  7. Ryan’s Reply #3…
    Were your expectations
    realistic compared to what
    you spent on the ad?
    @ryandohrn – [email protected] www.360AdSales.com

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  8. Ryan’s Reply #4…
    How does branding play
    a role in your total
    marketing plan?
    @ryandohrn – [email protected] www.360AdSales.com

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  9. Ryan’s Reply #5…
    You grow your reputation by
    affiliation. Good or bad.
    Affiliation with us and other
    advertisers.
    @ryandohrn – [email protected] www.360AdSales.com

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  10. Objection #3:
    I am moving my ad
    dollars to social
    media.
    @ryandohrn – [email protected] www.360AdSales.com

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  11. Ryan’s Reply #1…
    Cool. What are your
    plans?
    @ryandohrn – [email protected] www.360AdSales.com

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  12. Ryan’s Reply #2…
    How much time per
    week do you plan to
    spend managing your
    social media?
    @ryandohrn – [email protected] www.360AdSales.com

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  13. Inc.com reports that
    successful marketers
    spend 15-20 hours per
    week on social.
    @ryandohrn – [email protected] www.360AdSales.com

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  14. Ryan’s Reply #3…
    Social media marketing
    used to be cheap.
    @ryandohrn – [email protected] www.360AdSales.com

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  15. @ryandohrn – [email protected] www.360AdSales.com
    Source: Nielsen

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  16. https://www.hochmanconsultants.com/cost-of-ppc-advertising/

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  17. Objection #4:
    I have no ad budget.
    Or… My budget is
    spent for the year.
    @ryandohrn – [email protected] www.360AdSales.com

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  18. Ryan’s Reply #1…
    If money was not an
    issue do you like the
    idea?
    @ryandohrn – [email protected] www.360AdSales.com

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  19. Ryan’s Reply #2…
    If you like the idea do
    you find value in what I
    have presented?
    @ryandohrn – [email protected] www.360AdSales.com

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  20. Ryan’s Reply #3…
    When you think about your
    competitors or your perfect
    customer … how do you want to
    be perceived? Do you want to be
    perceived as present, competitive
    or dominant?
    @ryandohrn – [email protected] www.360AdSales.com

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  21. Your competitors
    offer me so much for
    FREE! Why not you?
    @ryandohrn – [email protected] www.360AdSales.com

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  22. Ryan’s Reply…
    There is a reason they
    can do that. What do
    you offer for free to your
    customers?
    @ryandohrn – [email protected] www.360AdSales.com

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  23. Objection #5:
    I need to talk to my
    partner about this.
    @ryandohrn – [email protected] www.360AdSales.com

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  24. Ryan’s Reply…
    Great. Lets set a time to chat. I
    don’t want to call you 5,000 times
    and email you 10,000 times… what
    about setting a time to chat next
    Tuesday at 3pm?
    @ryandohrn – [email protected] www.360AdSales.com

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  25. Objection #6:
    Can you write an
    article about me/us?
    @ryandohrn – [email protected] www.360AdSales.com

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  26. Ryan’s Reply…
    Are you joking.. Heck no!
    @ryandohrn – [email protected] www.360AdSales.com

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  27. Ryan’s Option #1…
    You bet. We have three
    options to get you on our web
    site or in print.
    @ryandohrn – [email protected] www.360AdSales.com

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  28. Sponsored Content Proposal
    Presented to: David Kelley, Amtrak
    Presented by: Ryan Dohrn, Sales Pro Magazine
    Overview: This proposal is focused on aligning the Amtrak brand with three
    articles being written about business travel in Sales Pro Magazine and online
    at SalesTrainingWorld.com. This unique series will feature an Amtrak
    spokesperson as a subject matter expert in each article. It will also feature
    unique Amtrak branding and photos in all components of the campaign.
    Maximum Exposure Sponsored Content Plan:
    1. Each month a two-page article of 1200 words or less with photos is
    featured in Sales Pro Magazine. Amtrak is a positioned as a subject
    matter expert (SME) in the article. Total monthly readers, 55,000.
    2. Article will be featured online at SalesTrainingWorld.com . Total
    monthly unique readers online 15,000.
    3. Article will be promoted two times each week on the STW social media
    channels. Total monthly reach estimate of 75,000 readers.
    4. Article will be mentioned in one monthly eNewsletter push to 5,700
    readers.
    Monthly reach of campaign: 150,700 readers
    Monthly value of the campaign: $6500
    DISCOUNT for multi-media buy: - $1250
    Actual cost: $5250 per month
    Smart Exposure Sponsored Content Plan:
    All of the Maximum Exposure Plan above minus Print.
    Monthly reach of campaign: 95,700 readers
    Monthly value of the campaign: $5900
    DISCOUNT for multi-media buy: - $950
    Actual cost: $4950 per month
    Basic Exposure Sponsored Content Plan:
    All of the Smart Exposure Plan minus Print and Social.
    Monthly reach of campaign: 20,700 readers
    Monthly value of the campaign: $3500
    DISCOUNT for multi-media buy: - $350
    Actual cost: $3150 per month
    Note: All value based pricing above is based on a
    minimum three month campaign.

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  29. Ryan’s Option #2…
    If you support us, we can
    support you. We often
    feature our advertisers in
    articles.
    @ryandohrn – [email protected] www.360AdSales.com

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  30. Ryan’s Option #3…
    Writing an article about you
    will not give you the bang for
    your buck that you need to
    meet your marketing goals.
    @ryandohrn – [email protected] www.360AdSales.com

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  31. Ryan’s Option #4…
    Our readers have come to expect
    a high level of integrity from us.
    They would see right through
    that idea and it might make you
    look bad.
    @ryandohrn – [email protected] www.360AdSales.com

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  32. Advertisers are
    creatures of habit.
    @ryandohrn – [email protected] www.360AdSales.com

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  33. What are the chances you
    will get a new objection you
    have never ever heard?
    @ryandohrn – [email protected] www.360AdSales.com

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  34. Failing to plan is
    planning to fail.
    @ryandohrn – [email protected] www.360AdSales.com

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  35. Plan the sales call to
    better handle
    objections.
    @ryandohrn – [email protected] www.360AdSales.com

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  36. Why do sports teams
    run plays?
    @ryandohrn – [email protected] www.360AdSales.com

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  37. Typical Sales Call…
    1. Meet and greet. Truly mostly BS.
    2. Identify client goals. You ask they tell.
    Typical answers.
    3. Gather info to create your proposal.
    4. Look through the media kit. Handle
    objections. I have no money , blah blah blah.
    5. Close. How about a proposal?
    @ryandohrn – [email protected] www.360AdSales.com

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  38. @ryandohrn – [email protected] www.360AdSales.com
    Revised Sales Call…
    1. Meet and greet. Build trust fast. Cut to the chase?
    2. Share success stories to prime the conversation and beat
    objections.
    3. What do you think? SHUT UP!
    4. Ask questions if needed before you present your ideas.
    5. Present your ideas.
    6. Handle last objections.
    7. Close.

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  39. You can handle most
    objections with a
    success story.
    @ryandohrn – [email protected] www.360AdSales.com

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  40. 1. An advertiser that took a chance with you and the ad
    worked. And, they kept running with you.
    2. Staff Growth, An advertiser that had 5 employees before
    advertising with you and now has 25.
    3. An advertiser that has expanded locations.
    4. An advertiser that increased frequency.
    5. Advertisers that have changed the size of their ad with
    you do to success.
    @ryandohrn – [email protected] www.360AdSales.com
    Components of a great
    advertiser success story.

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  41. 20 More Ideas!
    @ryandohrn – [email protected] www.360AdSales.com

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  42. www.360AdSales.com

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  44. S
    Flipping Objections On The Spot!
    www.360AdSales.com
    Ryan Dohrn, Founder
    [email protected]
    @ryandohrn – [email protected] www.360AdSales.com

    View Slide